Fujifilm X100VI mania is in full swing and this highlights wider trends
It’s only spring but this year has been dominated by the excitement around one camera – the Fujifilm XI00VI, a premium compact with retro/classic styling. Describing it in this way, the camera sounds unremarkable, as other makers, notably Olympus/OM Systems, have been bringing retro-styled models to market for years.
What’s ignited the firestorm of excitement though is the fuss made about its predecessor, the X100V. It already had admirers, but it effectively sat there for a couple of years before it started to get bigged-up by TikTok and Instagram influencers, intoxicated by its cool looks and convincing film simulations. Covid also contributed, as supply chain factors meant the camera became very hard to get.
Fujifilm is now busting a gut to keep up with demand for the X100VI. There’s even been a ballot for punters keen to get the Limited Edition in the UK.
Commentators have been focusing on this but most are missing the wood for the trees. The unprecedented demand for the X100VI shows that all the predictions about smartphones destroying the compact camera market have been overstated. While the glory days of 2010 are over, when more than 121 million digital cameras were shipped, camera makers are holding their own (see page 4).
Yet there’s never been such a massive choice of photographically powerful smartphones. The received wisdom was always that most consumers wouldn’t bother with a separate camera as soon they could take comparably good pictures on their phone. So, what gives?
Is the shine going off phones?
From talking to younger picture-takers, this old-timer gets the sense they’re now bored with only using phones. Phones are everywhere. But a cool-looking retro camera still appeals to the under-30s.
It’s an attention-grabbing accessory. Second, the X100VI looks nice when you post about it on so
